Why I often write my email subject in all lowercase

Got an interesting question from subscriber Wayne P. yesterday: --------------------------------------------------------------- “Have you ever tested whether your all lowercase subject lines annoy some people to the point of them never converting, as opposed to whether they just get more opens and reads?” --------------------------------------------------------------- The short answer: No. Which might be surprising given my famous love of testing almost everything. But what really makes this conversation interesting, is WHY I haven’t. Because, in no particular order…. 1. I’m a firm believer that focusing on the “big” things - like the quality of your content, offer, and consistency - is way more important than trivial details. Capitalization - and testing it - falls squarely under the latter category. 2. Even more than that, I’m also a BIG believer in letting results drive what I analyze. Because as a small business, you simply don’t have the resources to test everything - or even most things! Since my email engagement rates - and sales - are incredible (because of reason #1 above), that tells me I’m already focusing on the right things. 3. I simply don’t care enough to test it. As I always say, you’ve got to have fun in your own business. I do NOT enjoy worrying about every little grammatical thing. The truth is, this isn’t some tactic to boost email open rates. Sometimes I simply forget to capitalize. Other times I intentionally don’t - because that’s how I actually write. And I’d rather be real with you. But now, let’s get to the million-dollar principles… These next two reasons are a HUGE part of why I believe my business has had staying power over the last decade. 4. First of all, let’s talk business philosophy: Re: incorrect capitalization “annoy[ing] some people to the point of never converting”... If someone is bothered by improper capitalization here and there, I am not a good fit for them. My little flag in the sand: I’m not looking to appeal to, or to help, everyone. Yes, I’m here to add as much value as I can. But in the most genuine-to-me way. I’m not super formal, I tell it like it is, and I care more about quality than “perfection.” So if that sounds like something you resonate with, awesome. If not, LZ Land isn’t for you. (Takeaway for you: Own your own uniqueness and quirks! Don’t hide who you are just to try and please “everyone.” You can’t anyways - so might as well have fun being yourself. Plus, when you do, you’ll also be a lot more interesting…and naturally attract more of the right people anyways!) Plus, last but definitely not least, let’s talk about… 5. The reason I believe I have such incredible “conversion rates” and sales: Starting with the idea of “converting” people. Now, I love talking conversions. But I also don’t think in terms of “converting” people. (There’s a fine line between doing your best tactically and making sure you’re also keeping your human element in place.) To me, it’s all about the relationship. I want to help you build an amazing Freedom Business - and life. That’s why I create all the content I do - free and paid. But I also respect and appreciate that it’s completely your choice whether you use my free content, engage, buy from me (or not), or even stick around. My job is not to “convert” anyone. It’s simply to provide my content and my own example. Now, that does include doing my best to share why I believe my content is highly valuable and a great ROI. Because that’s simply part of doing your best and creating the most impactful business you can. Which means: While I’m very good at the “tactical” conversion part, I don’t let that drive my decisions. I’m not trying to make the MOST sales. I’m actually trying to repel people who aren’t a good fit for my style (because then you’re not going to enjoy my courses anyways!). My goal is that only the people who’ll actually get the most out of my courses, buy. Ultimately, everything I do is about what feels right to me, and the relationship I’m building with you. Plus, I’ve found that the more you do this, the more your business grows - naturally and quickly. Hope you found this helpful. AND… If you have a question you’ve been wondering and would like me to answer, please hit reply and send it in! I might just write a thoughtful email for your question! :) Luisa Zhou PS - If you’d like my help building your business, here’s what I’ve got for you: If you’re starting out building a business to replace your 9-to-5: [The 4-Step Formula I Used to Build My Coaching Business and Replace My Salary BEFORE I Left my 9-5]( If you’re ready to go from 1-on-1 work to no longer trading time for money: [How to successfully create & sell your own online course for true financial freedom]( Or, if you’re ready to scale to multiple 6- to 7-figures: [How to Go from Hustling Coach/Course Creator to 7-Figure Business Owner]( --------------------------------------------------------------- [Unsubscribe]( Zhou Ventures, Inc., 54 State Street, Ste 804 #5511 Albany, NY 12207